Do you think USC wants to be called Southern California and the networks are just sticking it to them? Do you not believe in the directional school perception?
In this situation i do not believe you can compare 2 programs, at this point it doesn't effect USC they have a brand identity established, identity is still something we are working on, and i believe it is much easier to identify with us as South Florida. I also don't believe we should be using our shield logo anywhere, the "U" is what should all always be used. the same thing needs to be ingrained in peoples heads, time after time, year after year that is the only way they will get it. Most schools don't identify with initials and majority that do have been around for hundreds of years.
Just as you can say about Southern Cal, i can say North Carolina doesn't brand UNC and South Carolina certainly doesn't brand USC…..